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Understanding how consumers categorise nutritional labels: A consumer derived typology for front-of-pack nutrition labelling

Hodgkins, Charo, Barnett, Julie, Wasowicz-Kirylo, Grazyna, Stysko-Kunkowska, Malgorzata, Gulcan, Yaprak, Kustepeli, Yesim, Akgungor, Sedef, Chryssochoidis, George M., Fernández-Celemin, Laura, Storcksdieck genannt Bonsmann, Stefan, and others. (2012) Understanding how consumers categorise nutritional labels: A consumer derived typology for front-of-pack nutrition labelling. Appetite, 59 (3). pp. 806-817. ISSN 0195-6663. (doi:10.1016/j.appet.2012.08.014) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://www.dx.doi.org/10.1016/j.appet.2012.08.014

Abstract

Significant ongoing debate exists amongst stakeholders as to the best front-of-pack labelling approach and emerging evidence suggests that the plethora of schemes may cause confusion for the consumer. To gain a better understanding of the relevant psychological phenomena and consumer perspectives surrounding FoP labelling schemes and their optimal development a Multiple Sort Procedure study involving free sorting of a range of nutritional labels presented on cards was performed in four countries (n = 60). The underlying structure of the qualitative data generated was explored using Multiple Scalogram Analysis. Elicitation of categorisations from consumers has the potential to provide a very important perspective in this arena and results demonstrated that the amount of information contained within a nutrition label has high salience for consumers, as does the health utility of the label although a dichotomy exists in the affective evaluation of the labels containing varying degrees of information aggregation. Classification of exiting front-of-pack labelling systems on a proposed dimension of ‘directiveness’ leads to a better understanding of why some schemes may be more effective than others in particular situations or for particular consumers. Based on this research an enhanced hypothetical front-of-pack labelling scheme which combines both directive and non-directive elements is proposed.

Item Type: Article
DOI/Identification number: 10.1016/j.appet.2012.08.014
Uncontrolled keywords: Nutrition labelling; Front-of-pack labelling; Labelling typology; Directiveness; Directive; Semi-directive; Non-directive; Consumer categorisation; Multiple Sort Procedure; Multiple Scalogram Analysis
Subjects: H Social Sciences > HF Commerce > HF5351 Business
Divisions: Faculties > Social Sciences > Kent Business School
Depositing User: Kimberley Attard-Owen
Date Deposited: 07 Dec 2015 11:53 UTC
Last Modified: 29 May 2019 16:37 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/52792 (The current URI for this page, for reference purposes)
Chryssochoidis, George M.: https://orcid.org/0000-0001-9868-7119
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